Tom De Ruyck, InSites Consulting

Annemiek Temming, Danone BENL

20 talks with

marketers and

insights managers

MR Impact Research

survey with 185

marketers and

insights managers

@tomderuyck increasing THE ROI OF INSIGHTS @insites

$ 43.000.000.000

45% @tomderuyck increasing THE ROI OF INSIGHTS @insites

@tomderuyck increasing THE ROI OF INSIGHTS @insites

@tomderuyck increasing THE ROI OF INSIGHTS @insites

@tomderuyck increasing THE ROI OF INSIGHTS @insites

Internal

@tomderuyck increasing THE ROI OF INSIGHTS @insites

Internal

@tomderuyck increasing THE ROI OF INSIGHTS @insites

Internal

@tomderuyck increasing THE ROI OF INSIGHTS @insites

‘infotainment’ IS

NOT THE BIG LEAP

FORWARD

@tomderuyck increasing THE ROI OF INSIGHTS @insites

WHAT IS THE

POWER OF

AN INSIGHT?

HOW TO LET

INSIGHTS

FLOW?

HOW TO

MAKE IT A

HABIT?

“These insights are

interesting, but we

tend to forget them.

It’s not in our

routines”

“Interesting

finding…but this

insights will not

change my

business?”

“I will share these

insights with other

teams as well, so they

are up to date”

@tomderuyck increasing THE ROI OF INSIGHTS @insites

In-sight |’in.sit|

@tomderuyck increasing THE ROI OF INSIGHTS @insites

Recognizable &

relevant

It’s me!

@tomderuyck increasing THE ROI OF INSIGHTS @insites

@tomderuyck increasing THE ROI OF INSIGHTS @insites

A fresh,

new way of

looking at

things

Aha!

@tomderuyck increasing THE ROI OF INSIGHTS @insites

@tomderuyck increasing THE ROI OF INSIGHTS @insites

An insight cannot be neutral:

I WANT TO change!

@tomderuyck increasing THE ROI OF INSIGHTS @insites

RELEVANCE

A good insight is

recognizable & real

to a consumer.

FRESHNESS

A good insight

is a fresh way of

looking at things.

EMOTION

A good insight

creates an

emotional desire

to change.

KEY TO SUCCESS

A good insight

creates the

foundation for

actionable marketing

decisions.

In-sight |’in.sit|

@tomderuyck increasing THE ROI OF INSIGHTS @insites

WHAT IS THE

POWER OF

AN INSIGHT?

HOW TO LET

INSIGHTS

FLOW?

HOW TO

MAKE IT A

HABIT?

@tomderuyck increasing THE ROI OF INSIGHTS @insites

1. MENTAL: The mental state of operation in

which a person performing an activity is fully

immersed in a feeling of energized focus, full

involvement, and enjoyment in the process of

the activity.

2. PHYSICAL: To move in a continuous and

smooth way.

‘FLOW’ \ˈflō\

@tomderuyck increasing THE ROI OF INSIGHTS @insites

IN POWERPOINT

locked up

REPORTS

@tomderuyck increasing THE ROI OF INSIGHTS @insites

ONE-WAY 1.

ISOLATED 2.

NO ACTION 3.

@tomderuyck increasing THE ROI OF INSIGHTS @insites

#HARVEST

#LIVE

#PROJECT #IMMERSION

#ARCHIVE

USING INSIGHTS

IN THE research process

@tomderuyck increasing THE ROI OF INSIGHTS @insites

INTRODUCING

THE insight ACTIVATION STUDIO

@tomderuyck increasing THE ROI OF INSIGHTS @insites

Meet Galvin – Our very own Chatbot

LUIS AI

@tomderuyck increasing THE ROI OF INSIGHTS @insites

WHAT IS THE

POWER OF

AN INSIGHT?

HOW TO LET

INSIGHTS

FLOW?

HOW TO

MAKE IT A

HABIT?

@tomderuyck increasing THE ROI OF INSIGHTS @insites

FROM PROJECTS

TO habits

@tomderuyck increasing THE ROI OF INSIGHTS @insites

HOW TO CREATE impact WITH CONSUMER INSIGHTS

AT DANONE BENELUX

@TOMDERUYCK

LIVING

ROOM Triggering

conversations

between

marketers &

people

E-LISTENING Listening to

relevant human

& societal

themes

YOGHURT

TALK Developing fresh

consumer

insights

DANONE

STUDIO Activating

insights into

Danone

organization

@TOMDERUYCK

ACTIVIA PURPOSE

We believe in a world where no woman's potential has gone to waste.

For woman who belief that there is much more inside of them,

than that they are sometimes able to bring out.

We want to align every woman to here core, so she can pursue her

greatest potential. By helping her turn down her biggest enemy:

her own inner critic

@TOMDERUYCK

BUILDING MEMES

THROUGH THE DANONE STUDIO

@TOMDERUYCK

INSPIRATION WALL INSPIRATION TILES ADD YOUR OWN TILE

@TOMDERUYCK

SOLVE PROBLEMS,

SOFTWARE DOESN’T

PEOPLE DO

#8keystosuccess

@TOMDERUYCK

Set the right purpose

1.

@TOMDERUYCK

Assemble the right team

STUDIO OWNER CMI team

WALL OWNER Brand team

2.

@TOMDERUYCK

3. Start from a business need

@TOMDERUYCK

Networks of interested & interesting users

4.

@TOMDERUYCK

5.

Visual, short & snappy

@TOMDERUYCK

Convergence x divergence thinking

6.

@TOMDERUYCK

7.

Online and offline

@TOMDERUYCK

8.

Shaping hearts, minds & actions

@TOMDERUYCK

From insights

to memes From CMI to

organization

From ad hoc

to

ecosystem

@TOMDERUYCK